|
Bringing the voice of your brand online poses some unique challenges, particularly if you are not an experienced web writer, but there are some basic principals you can follow. Of course it's important to remember that rules are made to be broken. Often web editorial ends up being dry and unimaginative because it rigidly follows an established usability formula. I believe there is room for colour and personality on the web. Particularly when it comes to corporate brand communication. But colour does not equate to waffle. When it comes to writing for the web, form and function is the key. With that in mind, here's a simple guide to reference.
Understand the medium you're working in
The way we digest and seek information online is unique. When producing online copy consider the following:
- 79% of users always scan for information
- Only 16% read word-by-word
- Reading from a computer screen is 25% slower than paper
There's a common school of thought that says you should produce half the amount of content online than you would for print. This is a pretty good rule of thumb. Most users are not looking to immerse themselves in your site. They're information seekers looking for relevance, integrity, and speed. Another key difference to traditional print is that users ultimately control their own destiny not you. It's impossible to predict how a user will travel through your site. That's why every page you create should be able to stand on its own in terms of clarity and vision. In fact, studies have shown that most users prefer to access information via a search engine.
Get to know your audience
Take the time to get to know your audience. Define what their wants, needs, and expectations are.
It's important that you gain an intimate understanding of your audience. Ultimately, what you're trying to do is engage, motivate, and inspire the end-user of your web site. You can't do that if they remain faceless strangers.
If you do your homework you will not only meet customer expectations you will exceed them. You can do this by:
- Attending focus groups
- Conducting your own research
- Developing user profiles
Procter and Gamble (www.pg.com) is a great example of a company who uses the Internet to gain deeper and more meaningful insights into their customers. In an article in Fast Company magazine, Greg Icenhower, associate director of corporate communications said, 'We've been voted the best marketer of the 20th century. But that's because we were the biggest shouters. In the 21st century, we want to be the best listeners.' To this end, www.pg.com invites its online customers to create, test, and market its brands, essentially treating their customers as partners. P&G are smart - they use the online space to listen, learn, and evolve.
Adopt the appropriate tone and voice
It's important that you speak the same language as your users. Constance Hale, in her book Sin and Syntax, describes it as finding the right pitch. Hale says, 'Prose is a human exchange between writer and reader. Everything consigned to the page needs to ring true ... don't talk to readers as if they are strangers, or as if they are beneath you.'
Often web copy is dry and clinical and I believe that's a mistake. Remember that on the other side of the screen is a human being. Decide what personality your content is trying to portray. Is it warm and humorous, strong and authoritative, or knowledgeable and courteous? Whatever voice you decide on, it should always map back to the essence of your brand. For instance, the tone and voice for Pepsi's web site would be completely inappropriate for a global bank like Citibank. Just imagine how you'd feel if your banker walked in the room with a skateboard under her arm and called you dude.
Use the inverted pyramid method
A common style of web writing is called the inverted pyramid. This is where you start your page with the conclusion and a short summary of the article, and then follow on with the details and background information.
The inverted pyramid has been widely adopted because it allows you to draw readers deeper into your content, while also giving them the option to snatch and grab the information they desire.
Use one idea per paragraph
Each paragraph should contain one idea. Not only does this create a greater sense of space and flow (dense copy on the web is a huge turn off), but it also means that scanning eyes can easily pick up on your ideas.
Be concise
Get to the point and keep it simple, but don't skimp on colour. You don't want to end up sounding like a textbook for the sake of brevity. When writing your copy, picture a set of scales. On one side is function and on the other is form. Now strike a balance between the two.
Make good use of headlines and lists
Headlines are your signposts. They are the cues users use when scanning your page. They need to be clear and descriptive. If you're vague or too clever your reader will dismiss them as being irrelevant and simply move on.
Bulleted and numbered lists will also grab the attention of a scanning eye. Use them for important ideas or points, but don't turn them into an overgrown shopping list. Some usability experts recommend nine as the cut off point, but make it your choice. You know what your audience needs.
Take advantage of hypertext
Hypertext allows you to link information and ideas between documents. It's often used to expand or explain a point in more detail.
The Principles of English Usage in the Digital Age describes hypertext as, "a system of linking electronic documents ... Hypertext is reminiscent of the links between a footnote and the main body of your high school theme papers, except that connections rely on computer code rather than superscript numbers." But be sparing with your use of hypertext. You don't want to keep interrupting the flow of your article by continually sending users off to other sections of your site.
Leave out the hyperbole and marketing speak
Boastful 'marketese' does not work on the web. In the end you will sound like a used car sales man. Integrity and trust are important issues on the web and users are wary of hype.
Deliver dense copy appropriately
Dense copy has no place on the web, but there will be times when its inclusion is unavoidable. (For instance, an annual report or an offline article which cannot be changed for copyright reasons.) But there are a couple of ways around this:
- Provide a print version of your article
- Provide a downloadable version
- Split your copy up over a number of pages
i) Provide a print version of your article
Create a print version of your article by stripping the page of its graphics, colour, and navigation. This allows the user to quickly print out the text and read it at their own leisure, saving them time and eyestrain. Some good examples of this can be found at www.fastcompany.com and www.webmonkey.com. ii) Provide a downloadable version
If graphics and colour are important then you can offer a downloadable pdf (Portable Document Format) version of your story. The downside to this option is that users will need to have the Adobe Acrobat Reader installed on their computer. If not, they will need to download it from Adobe's web site. Having said that, the Acrobat Reader is a common tool with over 300 million copies downloaded worldwide. To learn more about Acrobat Reader visit www.adobe.com iii) Split you copy up over a number of pages
The jury is still out on this solution. The downside of splitting your document up over so many pages is that your user can be frustrated by having to wait for all those new pages to download. The plus side is your article no longer looks so intimidating and of course for sites that rely on advertising, it creates more space to sell.
A good example of this type of format can be found at www.salon.com. While all of these principals will help you craft effective copy for the web, remember writing is an art not a science, so choose or abandon them wisely.
|
